The different spaces at the exhibit highlight a different color.
A few days ago, Bulgari opened its first ever exhibit in Korea, showcasing about 190 of its creations. Called Bulgari Colors, the selections included range from jewels from the luxury brand’s archival heritage vault to pieces from private collections.
The Italian label, which has been in South Korea since 1998, chose a key identity theme for its first ever exhibition in the Asian country. Founded in Rome in 1884, Bulgari has affirmed itself as emblem of excellence in jewelry through its distinctive style, made of chromatic audacity, bold volumes and elegant quotations of its Roman origins.
The exhibition provides a compelling anthology of Bulgaris creativity spanning from early 1930s until today. It offers a complete perspective on the evolution of the brand’s style, its most powerful icons, and inimitable flair for daring color combinations.
Rome is an endless source of inspiration for Bulgari throughout its 130 years of existence. These Roman roots are highlighted in Bulgari Colors with elegant quotations of majestic monuments, captivating landscapes and dreamy atmospheres of the Eternal City.
Unfolding over 1,000 sqm, the vivid colors of the brand’s jewels will be in dialogue with over 20 artworks by acclaimed Korean artists, carefully selected by SUUM Project.
This include Kim Jongwon, Lee Sea-hyun, Yee Sookyung, Noh Sang-Kyoon, Oh Soon-kyeong, Choi Jeonghwa, and Vakki. From paintings to sculptures, immersive installations to video-performances, the notion of color according to these masters of contemporary art will be presented as a multi-layered and multi-dimensional universe.
The artworks on display will include the amazing brass and bronze tortoise encrusted with cabochon cut gemstones and ancient coins Bulgari realized in collaboration with Italian contemporary artist Francesco Vezzoli.
Stars in attendance
An exceptional parterre of Korean and international celebs enjoyed an exclusive preview of the exhibition, playfully interacting with all its colorful attractions.
Korean stars such as Blackpink member and global Bulgari brand ambassador Lisa, actress Ko So-young, actor and Astro band star Cha Eun-wooenjoyed the exhibition striking contents and wore the label’s creations for a special shoot reflecting the exhibition’s vibrant colors.
Visitors to the exhibit loved the constant and progressive discovery through diverse chromatic experiences: the spaces showcase jewels and artworks featuring one main color or a multicolor palette, enhanced by videos, and interactive video mappings.
In a multi-sensorial approach, a dedicated, tailor made music has been developed to fittingly accompany the visitors in the rooms of this fascinating journey between jewels and art while a special Bulgari scent diffused in the air will further stimulate emotions.
To complement and enrich the experience, the exhibition catalogue is for sale in the Museum gift shop while a dedicated app developed in Korean and English featuring three of celebs’ exclusive videos will be downloadable worldwide. A part of proceeds of ticket sales will be donated to Save the Children Korea.
Bulgari Colors will run at Hangaram Design Museum until September 15, 2021.